About This ProjectSony wanted to include Pinterest in their overall marketing strategy for the release of the animated film Hotel Transylvania 2. The first movie was an unanticipated success and since its release in 2012, the love story of main characters Mavis and Johnny had proven to be a point of interest with a select Pinterest audience.
In Hotel Transylvania 2, leading lady Mavis Dracula gets married and has a baby, placing her squarely in the huge mommy blogger segment on Pinterest. We were convinced that creating a personal Pinterest profile for this already known character would resonate with a larger audience and allow her to become an natural part of the Pinterest community. Through themes of DIY, parenting, and Halloween ideas, all with a vampire’s twist, Mavis proved herself an avid pinner, interacting with old and new fans along the way.
Aside from sharing already existing content, as is typical on Pinterest, Mavis also pinned custom created pins to gear up fans for the movie release. Taking assets from the film and molding them into pin-worthy images, we were able to organically mix those pins in among the native content on the website, creating an all-round experience for her followers.
We partnered Mavis with family-friendly blogger Handmade Charlotte to create original DIY crafts in a Hotel Transylvania 2 theme, boosting excitement about the movie’s release. Handmade Charlotte launched a shared board on her own Pinterest profile, inviting Mavis to pin alongside her and introducing her to the loyal Handmade Charlotte following.
To truly pump up the campaign effort in all areas, we ran several promoted pins campaigns to further amplify the branded content on Pinterest. In a first wave this led to a rapidly growing Pinterest following for Mavis and consecutive waves placed Hotel Transylvania 2 content in front of highly targeted eyes.
We saw hundreds of daily repins, received direct messages from Mavis fans suggesting pins and asking her personal questions about her life and family. This 360° campaign helped to grow Mavis’ Pinterest audience exponentially, leading to amplified repinning and sharing of Hotel Transylvania 2 content across the platform.
Disclaimer: Pinterest recently changed their “pin it” button to “save”, so whenever you see a reference to repins in our past case studies, we’re talking about the number of times someone has saved a brand’s pin to their own boards.